Technology, healthcare and clean tech PR | Boston, Austin

Case Study:

– NATIONAL INSTRUMENTS: Full-Court Business Press

Securing coverage in the national press is a challenge – especially for a company that works behinds the scenes to help electronics manufacturers test their products before they go to market. National Instruments (NI) had focused on telling its story to the engineering community since its inception, but when the company crossed the $1 billion revenue threshold in 2011, execs decided it was time to escalate efforts when connecting with more mainstream business audiences. LPP’s media strategy included several pitch angles – including leveraging the CEO as the personality of the company, articulating the financial performance and long-term business goals of the company, offering NI’s engineering expertise to comment on hot markets covered by the business press, such as wireless and consumer electronics trends, and capitalizing on the clean tech hype in the press to convey NI’s leadership in the energy market. Our work with NI initially started with a 4-month project, and during this time period LPP secured seven meetings with the national business press for NI and three pieces of coverage in prominent media outlets. With aggressive pitching for in-person meetings and phone briefings, LPP secured articles in Fast Company and Forbes, focused entirely on NI and its CEO, and in Wall Street Journal, highlighting the financial stability, long-term performance and vision for the company. LPP also brokered meetings and established ongoing relationships with Fortune, CNN/Money and The Economist. Today, LPP continues to support NI with on-going national business press support. LPP shoots, and scores!

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